Expanded Version - Seven Actionable Marketing Trends

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Helge Tennø

A collection of insights and ideas in relation to each of the before published seven actionable marketing trends.

Expanded Version - Seven Actionable Marketing Trends

These slides are from James Caig's talk at the October 2016 Digital Gaggle Conference. James is Head of Strategy at True Digital, an award winning Digital Marketing Agency based in Bristol. Talk summary: As technology proliferates, making sure your brand still feels human can give you competitive advantage. But it’s not always easy. Digital marketing increasingly feels like it keeps customers at arm’s length, and as your business gets bigger it’s hard to maintain a personal touch. In this talk James will explore these challenges and propose some ways to keep your brand connecting with people as its world turns digital.

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A look at what we might expect from marketing in 2025, as millennials dominate the workforce and the digital natives of Generation Z graduate from college and begin their careers. Presented to a conference focused on continuing legal education (ACLEA), this talk looks at the future through the lens of law firm marketing. Marketers are always chasing the latest technology to reach consumers, but those same consumers always find new ways to filter marketing out: from the mute button to ad blockers. No matter what kind of technology is available in 2025, the best marketing will still be built on human-to-human relationships.

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I work with input variables - figuring out and finding the data and insight that goes into an organization in order to make it successful. Working with these problems I am sensing a gap - between what we want our organizations to become and what we put into our organization to get there. The premise is that our imagination is limited by the tools we use to understand the world around us. And that we are using old models to collect our data - and because we are using old models and methods we are only picking our data from the same pools of experience and information as we have done for decades past - serving us the same perspective of the world as we are used to seeing. The future is not directly in font of us - it’s outside. And so looking in the same direction only further, or in the same places only deeper, won’t help us listen to the right data in order to navigate towards where we are going. In this talk I shed light on this problem, that I am working on, probing and playing with. And I also try to explain why this is an important issue to solve right now - because of the changes in both the business models and practices that create wealth and customers behavioral patterns.

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Each technological age has been marked by a shift in how the industrial platform enables companies to rethink their business processes and create wealth. In the talk I argue that we are limiting our view of what this next industrial/digital age can offer because of how we read, measure and through that perceive the world (how we cherry pick data). Companies are locked in metrics and quantitative measures, data that can fit into a spreadsheet. And by that they see the digital transformation merely as an efficiency tool to the fossil fuel age. But we need to stretch further…

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Innovations don’t work when they are made with the company in mind - and go on to be launched into a market that is neither interested or finds it meaningful. Advertising and design is then added in order to capture peoples motivation and imagination. But why are we doing it this way round? Why don’t we turn the process on its head and start by figuring out what people find meaningful in the first place.

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